Numerology and the Marketing Math!

Numerology and Marketing Math!

Numerology: Definition: The branch of knowledge that deals with the occult significance of numbers.

​We are all swayed by possibility. As we are swayed by short cuts. Human beings are hardwired to be lazy. So, unless and until there is a by design effort to put in the emotional labour​, routine is the ardently followed also ran. Mundane replaces the potential jugular. It remains that way, because its always been done that way. So why upset the applecart? But what happens when the cart is being toppled?

​I am not a numbers person. Far from it. It somehow just doesn’t add up for me. So, I have almost subtracted it from my life. But, being in the space that I am, and observing the brand marketing communications around me, I am tempted to do a deeper dive and know more.

25 to 70% off: Most of you would have seen these numbers ​scream out at us day in and day out from newspapers, billboards, radio ads, digital ads etc. In fact, some of us were mistaking the 25 to 70% off to be a tourist destination(considering how many of them sprout all over the city)- One cannot miss it because leading brands across industry verticals with the support and ‘ advise ‘ of big ticket advertising agencies make sure such campaigns are run 13 months in a year. So, that makes it 24X7X395. A different numerology this!

The ever lasting love affair of brand and marketing experts with 25 to 70% off remains a mystery. Or by now, it should not be. Considering the amount of time ‘ the practice ‘ has come to root. And the practice has been perfected beyond question. And ably aided by ‘ brand guardians ‘ who toe the line willingly as this ‘ ad vise ‘ is coming from senior czars at the big ticket ad agencies– how can they get their ‘ numbers ‘ wrong? They use ‘ fancy ‘ calculators!!!!

I have heard somewhere that ‘ the more things change, the more they remain the same ‘. Very recently, a very senior brand and business head of a market leading brand called me saying that they are in troubled times. They were losing market share and from being a clear category leader with over 65% retail market share, it was time for store closures, downsizing(or rightsizing to make it sound sweeter) and market share dipping to below 40% – all that in a matter of about 18 months. Inspite of increased marketing spends as advised by the ‘ experts ‘. My question to him was to understand what were they doing different to what was being done and not surprisingly the answer remained ‘ we have aggressively started doing deep discounting and instead of doing it 4 times a year, we remain committed to doing it through the year ‘…so there you go, enough said – ‘ the more things change, the more they remain the same ‘.

​So, do these brand owners and guardians take their coveted ad agencies to task? I’m afraid not. If that were to happen, how can they make ‘ interesting, cerebral conversation ‘ saying that our brand works with XXXX agency – they are in the Top 5…and walk around with a chip on their shoulder​. And be ranked among ‘ Top 50 ‘ Marketing Professionals in XXXX. To be flagged on their Linked In profile. 

Customers buy only on price and the more you deep discount, more loyalty they bring to the equation is still the belief(believe it or not). We can keep bribing them and they will keep flocking like bees to honey. But, what happened? The numbers are not adding up. ​​The 25 to 70% off numerology chapter needs to turn the page. The strategy is now clearly a ‘ has BEEn ‘! And still being tried Bees Saal Baad( Twenty Years Hence for those not familiar with Hindi).

So, where are they headed? To me the writing is on the wall- or is it on the palm?

​Palmistry, anyone?​ Could be easier. Palm off your responsibility to someone or something else! Enough suckers around.

As for me, I am calling up my Mom(God Bless Her) to know more about the occult practice..you guessed it: Numerology!

Disclaimer: She is a retired Math teacher.

ENDS

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Is the 30-second ad dying?

The death of an advertising stalwart!

Well it surely appears so. And Silicon Valley is killing it.The rise of social media has made the elaborate plot lines of old-school spots seem archaic. And the Mad Men are, well, mad.Or, so was the fad!

Trapeze back to the days of the 30 second long format ads(long by today’s standards) where marketers, brand owners, agency heads, creative directors, art directors and film makers peddled a basketful of promise, creative thought and motivation to influence the seemingly reachable TG in their quest to change behaviours, cultures and consumption patterns. There was a certain trance in that romance to create.

So what is prompting the change? In an always on land of uncertainty, are we losing the plot(and losing the audience) or has the landscape itself changed?

6 is the new 30

They say 20 is the new 40 when it comes to audience maturity and demographics. Platforms like YouTube have increasingly challenged agencies to tell their stories in a 6-second slot — the average attention span of today’s mobile user. That mobile user, who again by conventional paradigm, is on a perennial instant fatigue. So 30 seconds is a long journey to risk with them!  6 has indeed become the new 30. And numbers don’t lie!

It makes sense. You might be willing to sit through a 3-minute trailer before a movie, or a 30-second “Whassup” ad before an episode of Jimmy Fallon.That may come across as non intrusive or no skin of your backBut amidst the native content of notoriously short-form channels like Instagram or Snapchat, these types of ads are disproportionately long. So much so, that they may pre qualify to be spam! Just kidding.

And for all those who are number crunchers: if we had a nickel for every 60-second YouTube video we gave up on because of an unskippable 30-second ad, we’d be at least $1.25 richer. What will you do for a few dollars more?

“Creativity is dead.” — Old School Advertisers

That almost seems like an Old Jungle saying(remember Phantom is rough with roughnecks!!!).

Ad execs counter that cutting time means sacrificing emotional stakes and story arc for the sake of speed, effectively prioritizing watchability over effectiveness.

Another, not-so-secret motive: it’s harder to get paid proportionally for the production of super-short ads, which still require actors and equipment.The CFO and CMO lines have been blurring and the motive should not surprise us.

Hey, we love Ogilvy as much as the next ad geek. But as the father of mass mediaMarshall McLuhan, put it back in the ‘60s: “The medium is the message.” Yes, we now surely get the message.

And today’s medium is 6-second Snap Stories. And it has to be over in a snap. Otherwise today’s audience will snap out of it.So the mean median for a message is all coming down to 6 in the City(and beyond).

So, Lights, Camera….do we have the time to say Action?

ENDS

www.groupisd.com

www.brandknewmag.com

Image: Digitalvidya